Wavemaker and Brainlabs win Formula 1 media

Formula 1, now owned by Liberty Media in the post-Ecclestone era, is reported to have appointed WPP’s new model Wavemaker and BrainLabs to handle its global media planning and buying.

Wavemaker is a combo of WPP agencies MEC and Maxus while self-styled “disrupter” Brainlabs has grown like topsy, offering a blend of media skills and tech.

In the recent past Formula 1’s media has been handled in-house with Bernie himself doing the negotiating it seems – a pretty fearsome dealmaker to follow.

Formula 1, which is trying to reposition itself as an entertainment brand, appointed Wieden+Kennedy to handle a rebranding exercise late last year (below), which has proved contentious in some quarters.

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